emotional marketing - ndela
TRANSCRIPT
Emotional Appeal -The Modern Way of Marketing
Ndela Sichizya – March 2015
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Why Emotional Appeal?• It helps you break through the clutter and
stand out……. Everyone is communicating something at the same time.
• Creates a bond between consumers and the product….. You have to connect with your customers, build relationships with them.
• “In order to be irreplaceable one must always be different.”
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Some of the Emotions to Target
Interest
Surprise
Happiness
Affection
Excitement
Fear
Trust
Trend setting
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ExtentNaming
Brands
Campaigns
ProfilesSlogans
Adverts, TV and Radio
Color choices
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ExamplesLife’s good
Live life today
Make life better
Enriching lives
Redbull
Monster
Dragon
Condom packaging
Detergents
Beers
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Surp
rise
& In
tere
st
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Excitement & anticipation
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Fear & Guilt
Importance to Marketing
Emotions are critical to marketing. If correctly analyzed
and targeted, emotional marketing content produces a
better result than rational content. An analysis of 1400
case studies in the USA of successful advertising
campaigns shows that those with emotional content
performed twice as better than those with only rational
content.People feel first before they think.
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How to use it
• Study the demographics of your target market and
know what triggers their emotions
• Create a message, theme or ideas that gives
meaning for the consumer. The themes should
appeal to the person’s internal motivation
• Your message should speak to the individual’s need
for satisfaction, security, love, power, assurance etc
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How to use it
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•The New Brain THINKS. It processes rational data
•The Middle Brain FEELS. It processes emotions and gut feelings
• The Old Brain DECIDES. It takes into account the input from the other two brains, but the old brain is the actual trigger of decisions
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Telling does NOT equal selling. Never turn a selling event into a telling event!
Summary
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Thank You
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